jueves, 4 de septiembre de 2014

You probably have never heard
about this fashion firm. But, what if you are asked for Zara?

Zara and Stradivarius are part of
Inditex Group which is one of the world's largest fashion retailers with eight
brands and over 6,390 stores throughout the world. Stradivarius boats 871
stores in 57 different countries and offers only women’s clothing and its core
consumers are between 16 and 30 years of age.

As a part of the same group they
both share the philosophy “just in time" as they are fashion imitators
focused the attention on understanding the fashion items, modifying the
existing designs to match the latest fashion trends that their customers wanted
and then delivering them. And that makes the difference with their main competitors.

The target audience is not the
same but similar. While Stradivarius is aimed at a young audience, Zara thinks
more in working women today that covers a wide range of age. Although you can
find similar clothes in both stores there is also a significant difference in
prices.

However, Stradivarius must face a
fierce competence in the UK. Brands such as Top Shop, New Look, H&M, GAP,
Monsoon, River Island, Oasis or Primark are just a few examples of hundreds
High Street fashion retailers.

Moreover, it has been announced
that Lidl is to launch a new female fashion range disturbing the low cost
fashion market. Can the grocery firm disrupt the fashion sector? Should Primark
be award of Lidl? Primark, well known for its very competitive prices is increasing
its sales across Europe and it is likely to steal Zara market share in the next
years.

In terms of marketing and
technology neither Primark not Zara or Stradivarius believe in advertising.
They would rather spend on store than in marketing campaigns. But, while the
Irish clothing retailer has not developed an ecommerce strategy the Spanish firms
have online stores as well as several mobile apps.